Page 241 - The Design Thinking Playbook

3.3 Why business ecosystem design becomes the ultimate lever

There is nothing revolutionary about thinking in business ecosystems. In the 1990s, James Moore described business ecosystems as economic
communities supported by various organizations and individuals that are in interaction—he compares ecosystems with organisms of the busi-
ness world. These organisms develop their skills and strengthen their market role in the system over time; in so doing, they tend to gear them-
selves to one or several companies. Today, the evolutionary approach through digital ecosystems is also referred to as “black ocean strategy.”
Well-known representatives of ecosystem designs are Apple and Android—both companies have successfully created ecosystems for apps.

Virtuous design cycle

Products & services
Money & credit
Information
Intangible value
Hardware OEMs: Technical backend
e.g., Foxconn providers: e.g., SAP Apple Physical space
ecosystem Software Hardware

Schools and Developer Digital lifestyle
universities community
Communication
& social media
Media,
Microsoft, Media industry
Google, etc. Apple platform entertainment & video games
Commerce
Apple users

Retail partners:
Apple e.g., Gravis
communities

Software developers:
e.g., Adobe Official
accessories
240 manufacturers